Metaphor analysis has been around for many years, and researchers who use it have developed their own specific methods. What they all have in common is that they are qualitative, meaning that subjects are interviewed in depth, sometimes over the course of several sessions. Research is thus limited to a small number of subjects, as in a focus group.

MetaforteTM gets around this limitation by using a calibrated variation on the standard technique in which multiple subjects are interviewed simultaneously online. The method conserves much of the precision of traditional qualitative approaches, while yielding statistical data with numerous benefits.

The Benefits of Quantitative Research

Random image submission with 35 million different sequences

Ability to interact with respondents in English or French

Instant capture of respondents’ image selections

Capture of response time to measure respondent spontaneity

Ability to program for open-ended or yes-no questions

Large statistical resolution to allow all segmentation types

The Benefits of Qualitative Research

Qualitative interviews generating large text volumes freely generated by respondents without limiting responses

Individualized image selection feedback for commentary

Feedback on all selected images for overall commentary

Statistical lexical analysis of texts

Analysis of the correspondence between identified semantic elements and selected metaphors

Avoidance of polarization effects caused by negative leaders in focus groups

Avoidance of respondent segregation due to technological platform

Online application accessible with all popular browsers, without plug-ins

Online Mac, PC, and Linux compatibility

Useable for field interviews with iPad and other emerging tablets